South Carolina Tourism Action Plan OCTOBER 06 Volume 3 South Carolina Tourism Action Plan Table of Contents 1. INTRODUCTION 1 2. TERMS OF REFERENCE 5 3. ECONOMIC REPORT ANNEXES 16 ANNEX A: TERMS OF REFERENCE 17 ANNEX B: TOURISM SATELLITE ACCOUNT: CONCEPTS AND COVERAGE 18 ANNEX C: USE OF IMPLAN PACKAGE TO COMPUTE SOUTH CAROLINA TOURISM IMPACTS 22 ANNEX D: AN OVERVIEW OF INPUT-OUTPUT ANALYSIS 24 4. CURRENT INDUSTRY ORGANIZATION ANNEXES 35 ANNEX E: EXTRACTS OF SOUTH CAROLINA LEGISLATIVE CODE OF LAWS 36 ANNEX F: EXAMPLE OF INDUSTRY CONFEDERATION 42 5. TOURISM PLANNING AND PRODUCT DEVELOPMENT AUDIT 50 ANNEX H: COMMENTARY ON PRODUCT AUDIT 51 ANNEX G: PRODUCT AUDIT SHEETS 53 6. MARKET EVALUATION AND PROMOTION ANNEXES 126 ANNEX I: TRAVEL TRADE SURVEY QUESTIONAIRRE AND SAMPLE DETAILS 127 ANNEX J: SUPPLEMENTARY CASE STUDY INFORMATION 138 7. STUDY TOURS 150 ANNEX K: IRELAND 151 ANNEX L: FLORIDA 177 8. LIST OF CONSULTEES 180 ANNEX M 181 South Carolina Tourism Action Plan NEW CAROLINA COMPETITIVENESS COMMITTEE Tourism Action Plan 2006 VOLUME III Appendices and Annexes 1. INTRODUCTION Tourism Development International Ltd 1 July 2006 South Carolina Tourism Action Plan NEW CAROLINA COMPETITIVENESS COMMITTEE Tourism Action Plan 2006 VOLUME III APPENDICES AND ANNEXES 1. INTRODUCTION The South Carolina Tourism Action Plan (SCTAP) consultancy assignment was contracted to Tourism Development International (TDI) by the South Carolina Tourism Cluster Committee (SCTCC) as part of the South Carolina Competitiveness Initiative (SCCI). It was designed to achieve the goal identified by Professor M. Porter and the Monitor Company Group in its 2004 study of the Hospitality and Tourism Cluster under the SCCI of: increasing gross tourism product per visitor and, in so doing, to respond to the challenges laid down by the Porter group, namely: • to improve collaboration amongst industry & officials, • to identify high spending potential tourist segments, • to develop & package its tourism assets to attract the markets identified, and • to execute an appropriate marketing strategy. Tourism Action Plan The report is presented in three volumes: • Volume 1 – The Action Plan • Volume 2 – The Technical report on which the Action Plan is based • Volume 3 – Technical and Administrative Annexes Tourism Development International Ltd 2 July 2006 South Carolina Tourism Action Plan Volume III This volume contains the Technical and Administrative annexes to the information provided in Volume I – Action Plan, and Volume II Technical Reports. Acknowledgements The Tourism Development International team of experts wish to sincerely thank the members of the Tourism Cluster Committee, and the Directors of the Regional Tourism Organizations and Convention Visitor Bureaux, throughout South Carolina, for the assistance, advice and courtesy extended to the team during the course of their work. There were also many individuals involved in tourism in South Carolina who provided advice and information during the study period for which the team is most grateful (see Annex M for meeting contacts). Finally, without the organisational support, assistance and guidance provided by the tourism staff of the South Carolina Parks, Recreation and Tourism Department, the expert team would not have been enabled to complete this project In particular we would like to mention: Chad Prosser – Director of Parks, Recreation and Tourism Amy Duffy – Chief of Staff Julie Flowers – Director Research and Policy Beverley Shelley – Director Sales and Marketing George Estes – Heritage Director Dudley Jackson –Research Director Victoria Lewis - Assistant to Director We owe our gratitude to all concerned. Tourism Development International Ltd 3 July 2006 South Carolina Tourism Action Plan Project Personnel: South Carolina Tourism Cluster Committee: Chad Prosser, Director; South Carolina Department of Parks, Recreation & Tourism Billy Alford, Vice President; A&I Inc. Dr. Peter Barr, Provost; Coastal Carolina University (Tourism Research) Paula Harper Bethea, Director, Marketing & Client Relations; McNair Law Firm Andy Cajka, President; Southern Hosipitality Group Willie Calloway, Exec. Director; South Carolina State Museum Woody Crosby, President & CEO; Jordan Properties/Crown Reef Mike Griffey, Owner and Manager; Abingdon Manor County Inn Helen T. Hill, Executive Director; Charleston Area CVB Frankie Miller, Dean; Trident Technical College Bettis Rainsford, President; Rainsford Development Company Douglas P. Wendel, President & CEO; Burroughs & Chapin George Fletcher, CEO; New Carolina Council on Competitiveness Tourism Development International expert team: Michael Mac Nulty – Project Director Eamon Henry – Economist Mike Bell – Air Access Expert John Robinson/Jim Flannery – Planning and Product Development Peter Mac Nulty – Market Evaluation and Prioritisation Robert Cleverdon – Marketing Strategy Gordon Currie – Human Resource Development Tourism Development International Ltd 4 July 2006 South Carolina Tourism Action Plan NEW CAROLINA COMPETITIVENESS COMMITTEE Tourism Action Plan 2006 2. TERMS OF REFERENCE Tourism Development International Ltd 5 July 2006 South Carolina Tourism Action Plan Terms of Reference/Action Plan Objectives/ Intended Outputs/ Deliverables and Time Inputs Tourism Development International Ltd Tourism Development International Ltd 6 July 2006 South Carolina Tourism Action Plan BACKGROUND The South Carolina Tourism Cluster Committee have decided that new directions and action needs to be taken, to improve South Carolina’s tourism performance in line with other states. The challenge, suggested by Professor Porter and the Monitor group is as follows: • To improve collaboration amongst industry and officials • To identify high spending potential tourist segments • To develop and package its tourism assets to attract the markets identified • To execute an appropriate marketing strategy The overall goal is to increase gross tourism product per visitor. APPROACH A tourism action plan will be prepared under the following headings: • Economic impact measurement • Product development actions • Infrastructure/access actions • Marketing actions • Human resource development actions • New institutional arrangements for tourism co-operation ACTION PLAN DELIVERABLES Detailed action plan outputs/deliverables with indicative activities and team inputs, are outlined in the following pages (3-8) of this annex. SCHEDULE OF TIME INPUTS A detailed schedule of time inputs from international consultant and the contractors head office, is outlined on page 9 of this annex. Tourism Development International Ltd 7 July 2006 South Carolina Tourism Action Plan Project Title: SOUTH CAROLINA TOURISM ACTION PLAN 1. CURRENT SITUATION ANALYSIS Intended Outputs/ Indicative Activities Team Inputs Deliverables 1.1 Economic Impact of 1.1.1 Review current methods Economic Tourism in South Carolina of calculating economic consultant impact 1.1.2 Attain a common understanding of economic input/output based on National Account information 1.1.3 Offer suggestions to improve the economic measurement process 1.2.1 Audit South Carolina Team leader 1.2 Benchmark South Carolina Tourism Product and Tourism Planning Tourism Product Infrastructure consultant Infrastructure/acces Visit the ten Tourist Regions of South s consultant Carolina Market Research consultant Evaluate attractions/products Human resource development Evaluate tourism infrastructure consultant Identify attractions/products and areas with potential for development Review human resource requirements 1.2.2 Consultations with industry representatives 1.2.3 Review visitor survey findings 1.2.4 Comparisons with competing destinations Tourism Development International Ltd 8 July 2006 South Carolina Tourism Action Plan Project Title: SOUTH CAROLINA TOURISM ACTION PLAN 1. CURRENT SITUATION ANALYSIS (contd) 1.3 Prioritization of markets 1.3.1 Review of South Market Research Carolina competitiveness Consultant initiative Team leader 1.3.2 Review official statistics relating to tourism Marketing Consultant 1.3.3 Review tourism trends to and within the United States 1.3.4 Review visitor survey ∗ findings* 1.3.5 Undertake a review of domestic holidaymaking patterns and trends in the United States. 1.3.6 Undertake consultations with key opinion formers 1.3.7 Carry out a survey of travel trade executives 1.3.8 Review current marketing approach of State and Industry 1.4 Assessment of current 1.4.1 Review private sector Team Leader/ Tourism Industry institutional Organization Organization and Co- arrangements Consultant operation 1.4.2 Review state government policies and supports 1.4.3 Review tourism related legislation 1.4.4 Review current public/private co- Tourism Development International Ltd 9 July 2006 South Carolina Tourism Action Plan operation 1.5 Examples of best practice in 1.5.1 Prepare case studies on 8 Team Leader tourism destinations (4 in United States; 4 international) Market Research Consultant Tourism Planning Consultant ∗ If this information is not available it is recommended that a market research agency be committed to undertake research. Tourism Development International Ltd 10 July 2006 South Carolina Tourism Action Plan Project Title: SOUTH CAROLINA TOURISM ACTION PLAN 2. FAMILIARISATION VISITS TO OTHER TOURISM DESTINATIONS Intended Outputs/ Indicative Activities Team Inputs Deliverables 2.1 Obtain first hand experience 2.1.1 Familiarization visits (3- Team Leader of approach to tourism in other 5 days) to 4 destinations (2 in destinations.